Simple is investing £7m in a new campaign designed to educate consumers about the effect city living can have on their skin.
Promoting key products including Simple Kind to Skin Wipes, Simple Hydrating Light Moisturiser and Simple Moisturising Facial Wash ‘City Skin’ activity will span OOH in London and Glasgow, sampling, ‘Behind the Scenes’ videos, social media and TV.
The campaign aims to overthrow the perception that sensitive skin is a ‘condition’ that only affects a few women emphasising that all skin can be sensitive at times, communicating how factors tied to city living – pollution, stress, harsh weather and artificial conditions – can take their toll.
“We understand that consumers living and working in the city are constantly subject to stress, harsh weather, lack of sleep and pollution, all of which have an impact on their skin,” said Philippa Bealey, brand building manager for Simple UK and Ireland.
“We have therefore enlisted help from our Simple Advisory Board to support our city life campaign – comprising of Anna Reich, a highly qualified fitness expert, Caroline Frazer, Simple Skincare make-up artist, psychologist Dr Christine Bundy and award winning food writer and dietician, Fiona Hunter – and demonstrate the impact that other elements, such as healthy bodies, cleansing regimes, minds and diets, have on our skin. Our aim is to teach consumers how to look after themselves inside and out to give them the great looking skin they desire.”
The work hopes to aim women with the knowledge and products they need to combat sensitive skin triggers.